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Men's Clothing

Insights from our Head of Men’s Fashion at h&m - Andreas Löwenstam

Can you explain your role as head of design of menswear at H&M?

My role is mainly to analyse upcoming and
current menswear fashion and what we believe our customers would like
to buy and to wear. My responsibility is to perceive the fashion to
our different designers and the different menswear teams. My ambition
is always that our visions should be clearly presented in our stores
and visible on the streets. My job is to encourage our teams to design
and to deliver the best men’s fashion into our stores.

When analysing are you looking at the market or men’s fashion trends?

I look into our own stores and I do look
at competitors and other concepts to make sure that we are right on
track with current and coming men’s clothing collections. I also look
at what the guys on the street are wearing. I follow the catwalks to
look for new tendencies and directions. It is often new concepts that
I find most inspiring. It could be a specific store, a movie or an
album. The combination of great creativity and profitability are often
the most inspiring for me.

You get inspiration from the street. Do you look at what clothes
men are wearing?

It’s interesting because for me that is
the result of being successful, when you see someone on the street
wearing something from our collections. How does the guy on the street
wear our collections compared to how we present it? I really get
inspired from people wearing strong and individual looks. That is
often a mix of high end design with high street and vintage. One of my
biggest interests is really to study people and to get an
understanding of them. I am an analyser, I am constantly thinking of
our potential customers and their ideas on how to wear men’s clothes
and what affects them to wear them in a specific way.

Are you predicting the men’s fashion trend for next year?

We are a fashion company so we design
current fashion that we present as different fashion stories. Working
with fashion you need to predict what is next as well as paying
respect to what is happening now. You don’t challenge yourself or your
customers if you just put all existing trends on the table and are
happy doing what you believe everyone else in the industry would do.
My job is to put analysed trends into an H&M context and
constantly provide our customers with current fashion.

How would you describe H&M menswear to a new customer?

We are a fashion company offering our
customers current men’s clothes in good quality and at a great price.
Our strength is that we do have several different concepts enabling us
to offer fashion for everyone, from basic fashion to latest fashion.
If you are insecure about your style you should always be able to find
something at H&M.

What are the upcoming men’s clothing trends that you see applicable
for H&M?

I'd say the following tendencies and
directions are most crucial. Modern Icons – Classic but updated
menswear pieces that often provide a foundation for the men's
wardrobe. A classic coat or bomber jacket, a white shirt, a black or
navy mens
suit, a crew neck camel sweater or a just a pair of denims in a
new wash and silhouette. The Uniform Trend – A trend that seems to be
expanding. Uniform inspired colours, details, materials and
silhouettes are really fashionable at the moment. Athleisure –
Sportswear will continue to inspire the modern man, mixing formal wear
with sportswear to create a comfortable but stylish look.

What is the difference in the interest levels from men in fashion
compared to when you started?

I can see a quite drastic change. I
believe that competition has changed both the market and the male
customer. It is so much easier to get access to great fashion, both in
stores and online. I see that men are much more experimental with
fashion today and are using men’s clothing as a way to express themselves.

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